N.Z. Would Need To Spend $50,000

Press, Volume CVIII, Issue 31784, 14 September 1968, Page 20

N.Z. Would Need To Spend $50,000

SYDNEY, Sept. 11

Fifty thousand dollars. That, in the opinion of experienced Sydney advertising and public relations men, is all it would cost to launch a crash campaign that would quickly improve New Zealand’s poor image in Australia. “Divide it between the top

20 companies in New Zealand —they all have something to gain from the exercise—and they would have to find only $2500 each,” said an advertising man. Penury is always pleaded by New Zealand Government and business leaders whenever an extra overseas publicity effort is suggested. “But,” said an Australian Government official in Canberra, “there are times when you are so poor that you have to spend money.” New Zealand's image in

Australia is today that poor. Imagination, drive and money are needed for an urgent campaign, using every modern technique of research, communication and persuasion, to wipe out the existing image which is already hitting tour-

ism and could inhibit trade and deter possible investment. The estimate of $50,000 almost equals the amount the Government spends on public-ity—-mostly tourist promotion —in Australia each year. Apart from an initial campaign New Zealand needs a long-term three-point plan to establish and maintain a better face among its nearest neighbours. It needs:

Some kind of central information centre—not necessarily Government run—to co-ordinate national publicity, information and promotion at all levels, and to educate and Inform Australians about every aspect of New Zealand.

Much mbre aggressive and concentrated trade promo-

tion, with possibly a New Zealand trade council or Chamber of Commerce based in Sydney. Better closer press relations to try to ensure that newspapers and other media are supplied with recent and detailed information on New Zealand developments and policies. But the first hurdle must be cleared at home, and that is the need fbr the government and others concerned to recognise and accept the fact that New Zealand does have a bad image in Australia and to find out why, and how it can be improved. Publicity Activities' It has been suggested that publicity activities should be removed from the Tourist Department as the first step towards widening the base and scope of New Zealand’s overseas promotion and information. Even some travel men will agree that New Zealand has over-played tourist promotion to the detriment of other aspects of national identity. There is mutual agreement that a fresh approach is needed. A private enterprise information officer could be attached to a New ZealandAustralia trade council, or

some other such body, run by industry and supported by the Government as a useful adjunct to its trade commissioner services. The French, Greeks, British, Japanese, Italians, Americans, Dutch and Swedes, all have chambers of commerce in Sydney. Although business, industry and the man-in-the-street all have valuable parts to play in any new effort to smarten up New Zealand’s image in Australia, the responsibility seems to lie with the Government, which must at the top level show its awarenes of the need to better public relations overseas. So far, the Prime Minister has never taken his press secretary with him on an overseas visit. No Briefing In 1965, New Zealand was the only nation at the S.E.A.T.O council meeting in Canberra not to hold a press conference, or even a background briefing for the team of journalists from all over the world. Above all, there must be recognition that New Zealand needs modem, sophisticated techniques of market research, advertising, public relations and methods of communication in its overseas publicity.

The second of three articles on New Zealand’s image in Australia, and trans-Tasman relations, by David Barber, N.Z.P.A. Staff Correspondent in Sydney.